VIRTUAL SEMINAR SERIES 01
Kelly Goto @go2girl
RAPID UX RESEARCH CYCLES
Empower your
UX research team
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“Much of consumer behavior involves everyday routines and practices that
consumers do not actively think about.”
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
theintentionalmind.com
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“And when asked, they do not necessarily come to talk about — or do not even do not
actively think about.— these routines or patterns.”
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
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Every aspect of the experience including competition for time and attention is in flux. Data is overwhelming and lengthy (and costly!) to process.
CULTURAL FLUX | DATA OVERLOAD
Atlas of Economic Prosperity: Atlas Research Foundation
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New perspectives and movement from traditional market research to product-focused UX research methods are needed to understand real needs and behaviors with real people.
CULTURAL FLUX | DATA OVERLOAD
Atlas of Economic Prosperity: Atlas Research Foundation
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Governance Crisis Point
COMPLEXITY Quantity & complexity of information
Ability to deal with quantity & complexity of information
Zap Think LLC
COMPLEXITY vs. COPING
MARKET
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traditional market research can
predict trends and anticipate change
COMPLEXITY
stable
flux
Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
simple complex
static
dyna
mic
COMPLEXITY vs. COPING
MARKET
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MARKET
COMPLEXITY
Highly complex market & dynamic factors create a cultural flux because all areas are moving simultaneously.
stable
flux
simple complex
static
dyna
mic
COMPLEXITY vs. COPING
Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
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COMPLEXITY
Due to Cultural Flux, probing into ‘Areas of Interest’ reveals opportunities for Innovation.
stable
flux
simple complex
static
dyna
mic
CULTURAL FLUX
MARKETModified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
- Tricia Wang, Ethnographer
People are getting caught up on the
quantity side of the equation rather
than the quality of the business insights that analytics can unearth.
More numbers do not necessarily
produce more insights.”
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unaw
are
| im
plic
it |
EMOT
ION
a w a r e | e x p l i c i t | LOGIC
FOCUS GROUPS
FIELD STUDIES
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
ETHNOGRAPHY
how people
live
what people think
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FOCUS GROUPS
FIELD STUDIES
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
beha
vior
al |
att
itud
e
c u r r e n t s t a t e
ETHNOGRAPHYre
port
ing
| as
sum
ptio
ns
f u t u r e s t a t e
flux
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c u r r e n t s t a t e f u t u r e s t a t e flux
ADD FEATURES TO CURRENT
PRODUCT
“INNOVATE”
Hypothesis-driven cycles of research enable business
decisions to be made in 6-weeks rather than 6-months.
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Cycles of hypothesis-driven research are 5-6 weeks in length and offer jobs-to-be-done results as well as mental models or behavioral segments where specific needs and opportunities emerge. !
Shorter cycles allow for exploration of needs-based concepts, and pivots as needed in a rapid and focused manner.
RAPID UX RESEARCH CYCLES
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WE DON’T HAVE TIME FOR THIS”
I believe if they had invested a handful
of weeks in rapid ethnography, they
would have saved themselves years of
misdirected work.
- Ellen Isaacs, PARC Ethnographer
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Hypothesis • Create Research Question • Create Semi-Structured
Discussion Guide
Plan Cycle 1
Targeted Recruiting (N=12)
Determine Key Characteristics
Recruiting
Remote Interviews • Create Research Question • Create Semi-Structured
Discussion Guide
Inquiry
week 1 week 2 week 3 week 4 week 5 week 6 week 8
Output
Deliverables • Affinity Diagram • Whiteboard Sessions • Create Actionable Output
Plan Cycle 2
Work Session • Determine Next Steps • Pivot or Dive Deeper
RAPID UX RESEARCH APPROACH
Rapid Analysis
Open Coding • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis
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http://www.socialresearchmethods.net/kb/qualapp.php
RAPID UX RESEARCH APPROACH
https://en.wikipedia.org/wiki/Qualitative_research
Grounded Theory was developed at a time when qualitative research was seen as unscientific or non-systematic
Rapid Analysis
Coding Data • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis
Inquiry Output
Foundation in Grounded Theory
“Coding is a process for both categorizing qualitative data and for describing the implications and details of these categories. Initially one does open coding, considering the data in minute detail while developing some initial categories.”
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Although often phrased as if combined, analysis and synthesis are actually opposites. !
You can move straight into synthesis without doing rigorous analysis but you cannot do analysis without the synthesis piece.
Analysis!(deconstruct / break down)
Synthesis!(reconstruct /
put back together)
RAPID UX RESEARCH APPROACHAnalysis vs Synthesis
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Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12
EASY 2 hrs 1 hr 0.25 hr 0 hr 2 hrs 2 hrs 7.25 hrs 87
AVG 3 hrs 1 hr 0.5 hr 1 hr 2 hrs 4 hrs 11.5 hrs 138
HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240
N=12 | 1-hour Sessions
SAMPLE HOURS FOR KEY TASKS
Key tasks hours ‘per participant’
Note: This does not include time for project management, meetings, !hypothesis statement, discussion guide or additional deliverables
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Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12
HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240
N=12 | 1-hour Sessions
SAMPLE HOURS FOR KEY TASKS
Key tasks hours ‘per participant’
Note: This does not include time for project management, meetings, !hypothesis statement, discussion guide or additional deliverables
*We call these debrief or “interpretation sessions” where two people (always needed) discuss what they heard and what it actually meant, what was most important, key insights or take aways, etc. !This can replace the analysis portion and teams can move straight into open coding.
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!
!
!
Is there an opportunity for new players with available power
and resources to come to the market and address these unmet product
and service user needs?
RESEARCH QUESTION
A good research question is based on market data, and assumptions around unmet needs created because of rapid market changes. !It should ask HOW or WHY rather than WHAT.
There are no rules for sample size in qualitative inquiry. Sample size depends on what you want to know, the purpose of the inquiry, what’s at stake, what will be useful, what will have credibility, and what can be done with available time and resources.
[31] Patton, M. Q. Qualitative Research & Evaluation Methods,Sage, Thousand Oaks, CA, 2002 — quoted in http://iacis.org/jcis/articles/JCIS54-2.pdf
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Saturation is reached when the researcher
gathers data to the point of diminishing returns,
when nothing new is being added.
SAMPLE SIZE | HOW MANY
Sample 1
NUMBER OF INTERVIEWS
Sample 2
New Codes Code ModificationsThematic Prevalence Poly. (New Codes)
NU
MB
ER O
F C
OD
ES
0
10
20
30
40
50
60
70
80
90
1-6 7-12 13-18 19-24 25-30 31-36 37-42 43-48 49-54 55-60
Journal of Computer Information Systems (Marshall, Cardon, Poddar, Fontenot)
CR
ON
BA
CH
’S A
LPH
A F
OR
TH
EMA
TIC
PR
EVA
LEN
CE1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
0.70.79
0.850.88 0.88 0.89 0.9 0.91 0.93
Why N=12 Per Study?
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DATA ANALYSIS
!
Open Coding: form initial categories of information about the phenomenon being studied from the data gathered. This is “the process of breaking down, examining, comparing, conceptualizing, and categorizing data”
Coding procedures in Grounded Theory Strauss and Corbin (1990)
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DATA ANALYSIS
Rigorous analysis and synthesis can be sped up with a team who knows the process, and is led by a knowledgable moderator (slave-driver) who pushes the coding process through. !
We call this the Effner Method.
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CODING DETAIL
OPEN ENDED
First Name CODE In a few words, tell us what your video was about.
Tell us more about what kind of an impact this aspect has on how you use your fitness tracker.
Melissa Consistantly motivating/rewards The different reward apps I use with my Fitbit It gives me even more incentive to stay physically fit and moving
John R inconspicuousness The tracker is not intrusive which encourages me to wear and use it daily
It allows me to wear it 24x7 without feeling like I'm forcing myself to do it.
Richard easy to sync/devices
I love how easy it is to sync it to any mobile device through Bluetooth - I use it to sync to my iPhone and iPad a lot and it's very quick and simple
I love the ability to dig into my stats/progress and see active Mounties, steps taken throughout the day - having the visibility to all of this encourages me to push on/improve
Melissa easy to sync/devices/appsHow my Fitbit syncs with many different apps and also iOS and android
I can use it with many different programs and different Fitness incentives
Lloyd George Consistantly motivating/activity data
I love that it's a Bible to fitness it gives me the exact numbers I can go into weight loss and fitness with exact science and I can prevent weight gain its it's the most important part of my health and fitness routine there's no way that I
The fact that it tells me what I can do what I can eat when I need to be more active is very important it's motivating and make sure that I don't slack off during the day and make sure that I do everything in my power each day to hit my goal if it didn't motivate me and remind me I think that I would easily
Susan Consistantly motivating/encouragements
The silly graphics and :-) encouragements that I get from my fit bit when I do an extra burst of energy.
It sounds stupid because they really are the crudest like early 1980s CompuServe style graphics that are just a :-) or a little you know, bouncing happy cloud or something and for some reason when I get that I'm like "oh look I did this extra effort and I got a smiley face!" it makes me very happy and it's so stupid and I'm embarrassed.
Joel versatility I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony.
The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.
Emily UX (easy to use) This video is about how I liked the simplicity of my tracker.
I think it made it easier for me to use. I don't like when things are over complicated so I feel like this is really nicely streamlined and it made me want to use it more when i worked out.
Jennifer Consistantly motivating/activity data
My favorite thing about my Fitbit is that by tracking my steps it keeps me motivated to move throughout the day. I also like to know my active steps as well
It moves me to move and adds a sense of competition with myself to the day
Having some health problems
!!
Hard to be different Diet hard to handle
Withdrawal from social contacts
Take an active stand not to adhere
Main problems with stomach pain before
!!
Hard to be different !!
Hard with gluten-free food
!!
Quit eating ing School Avoid going out to eat
!!
Quit gluten-free food Feel mentally better
Can live a normal life
SUBCATEGORIES CATEGORIESCODESTEXT
SOMETHING WAS WRONG AND THEN CHANGED TO THE
BETTER
TREATMENT NOT WORTH THE PRICE
OTHER SUBCATEGORIESOTHER CODESOTHER TEXT SEGMENTS
“It was both fun and boring to know that I had gluten
intolerance because earlier I had so many problems with stomach pain, but it
was also hard to be different.
!I thought it was hard with
the gluten free food. It wasn’t good and there were
so many questions from everywhere. Finally I quit
eating in school and avoided going out to eat
with friends. !
Today I have totally quit the gluten free food. My stomach problems have
come back but I feel better mentally. I can live a normal
life now, except I have a little stomach pain.”
}
}
}
}
}
}
}
Sample Approach
Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life. Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011)
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CODING DETAIL
OPEN ENDED
First Name CODE In a few words, tell us what your video was about.
Tell us more about what kind of an impact this aspect has on how you use your fitness tracker.
Melissa Consistantly motivating/rewards The different reward apps I use with my Fitbit It gives me even more incentive to stay physically fit and moving
John R inconspicuousness The tracker is not intrusive which encourages me to wear and use it daily
It allows me to wear it 24x7 without feeling like I'm forcing myself to do it.
Richard easy to sync/devices
I love how easy it is to sync it to any mobile device through Bluetooth - I use it to sync to my iPhone and iPad a lot and it's very quick and simple
I love the ability to dig into my stats/progress and see active Mounties, steps taken throughout the day - having the visibility to all of this encourages me to push on/improve
Melissa easy to sync/devices/appsHow my Fitbit syncs with many different apps and also iOS and android
I can use it with many different programs and different Fitness incentives
Lloyd George Consistantly motivating/activity data
I love that it's a Bible to fitness it gives me the exact numbers I can go into weight loss and fitness with exact science and I can prevent weight gain its it's the most important part of my health and fitness routine there's no way that I
The fact that it tells me what I can do what I can eat when I need to be more active is very important it's motivating and make sure that I don't slack off during the day and make sure that I do everything in my power each day to hit my goal if it didn't motivate me and remind me I think that I would easily
Susan Consistantly motivating/encouragements
The silly graphics and :-) encouragements that I get from my fit bit when I do an extra burst of energy.
It sounds stupid because they really are the crudest like early 1980s CompuServe style graphics that are just a :-) or a little you know, bouncing happy cloud or something and for some reason when I get that I'm like "oh look I did this extra effort and I got a smiley face!" it makes me very happy and it's so stupid and I'm embarrassed.
Joel versatility I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony.
The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.
Emily UX (easy to use) This video is about how I liked the simplicity of my tracker.
I think it made it easier for me to use. I don't like when things are over complicated so I feel like this is really nicely streamlined and it made me want to use it more when i worked out.
Jennifer Consistantly motivating/activity data
My favorite thing about my Fitbit is that by tracking my steps it keeps me motivated to move throughout the day. I also like to know my active steps as well
It moves me to move and adds a sense of competition with myself to the day
“The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.”
I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony.
versatility
Text!(open ended)
Probe !(clarification)
Code!(category)
} }
Specific Example: Fitness Tracker Research
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!
!
Concurrent 1-week or 2-week diary studies can be used to gather theme based data. Data snippets provide written responses to targeted questions around behavior and usage.
Grounded Theory: !Uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveys.
CODING DETAILSpecific Example: Fitness Tracker Research
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Compare attitudes, beliefs and behaviors between participants to build a spectrum (spectra) we use to develop behavioral personas and groupings of themes and attitudes. !
These lead to Mental Model and Journey Maps outlining pain points, needs and opportunities.
CODING DETAILConstant Comparison Methodology
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Kelly Goto @go2girl
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AppendixGrounded Theory Research Method http://www.socialresearchmethods.net/kb/qualapp.php !Sample Study: Dental Practice in the AU https://bmcmedresmethodol.biomedcentral.com/articles/10.1186/1471-2288-11-128 !Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life. Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011) https://openi.nlm.nih.gov/detailedresult.php?img=3120678_1471-2431-11-32-1&req=4 !Glaser, B. & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine. !Strauss, A. & Corbin, J. (1994). "Grounded Theory Methodology." In NK Denzin & YS Lincoln (Eds.) Handbook of Qualitative Research (pp. 217-285). Thousand Oaks, Sage Publications. !Small Sample Size http://iacis.org/jcis/articles/JCIS54-2.pdf
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